SWOT analysis
What’s the lay of the land?
Develop a Talent Brand SWOT analysis
Strengths: What characteristics do you have that give you an advantage?
-Use these to position yourself against competition
Weaknesses: What characteristics do you have that put you at a disadvantage?
-Downplay these and highlight traits that balance them
Opportunities: What elements of your business could you leverage to gain an advantage?
-How can you take a new approach to win talent?
Threats: What factors may cause trouble or difficulty hiring?
-Build a proactive defense and prepare to make changes
Internal
External
Negative
Positive

Positioning
Differentiating yourself from the competition
Map out your company vs. competitors to get a clear view of the landscape
What factors do you want to measure against?
pay and benefits
work/life balance
challenging work
career advancement opportunities
innovation
learning and growth opportunities
How can you position yourself and differentiate from talent competitors?

Audience segmentation
Bring your target candidates to life with unique personas
What is a “persona”?
Marketing: A fictional character created to represent the different user types that might use a site, brand, or product in a similar way
Talent Branding: A fictional character created to represent the different candidate types that might be a good fit for your jobs

Who is Andrew?
Andrew is a sales professional with 10 years of experience. For the past two years, he’s been managing a small team of people at a tech start-up. He’s wants to make a change and work for a larger company that would give him the chance to travel and gain global work experience. He has been going to networking events and reaching out to old colleagues to learn about new opportunities. In his free time, he enjoys skiing and he’s quite the movie buff. He also volunteers at his local pet shelter and is active in promoting animal rights.
Audience segmentation
Create actual “people” with backstories and photos

Action Items
Things to remember when you get back to your desk
Identify the right people to partner with on your marketing team
Go through the marketing exercises to clearly define your talent brand strategy
Find the overlap and use tactics that help both your consumer and talent brands.